MTV is building partnerships with telecom operators around the world to offer MTV Mobile branded youth price plans. Through a Mobile Brand License agreement, MTV provides its brand and multimedia content to promote the operator's mobile offer in exchange for marketing fees. Operators benefit from MTV's expertise in reaching youth audiences, while MTV gains distribution and promotes engagement across its TV, online, events and other platforms. Existing MTV Mobile partnerships have generated over 2.5 million subscribers and $1 billion in revenue for operators globally.

1. “How MTV is building partnerships across
the world with telecom operators by
building a MTV Mobile branded youth
offer.”
April 19th 2011

2. • Introduction // Who are we
• MBL // What are we talking about
• Partnership // How does it work
• MTV Value // What do we offer
• MBL // Facts and Figures

3. Intro // Who are we.
A Full Service media owner that sits within Viacom’s huge
brand portfolio – With MTV at our core.

4. Intro // Who are we
• MTV International is the network outside USA and consists of 68 main MTV
channels, 165 online properties in 161 territories reaching 500+ million
households
• MTV is the world’s largest television network and the leading multimedia
brand for youth - has been the world’s most valuable media brand for 7 years
according to Interbrand and Business Week
•65% of MTV’s adult viewers are aged between 15-34 yrs
•MTV is positioned as the #1 international youth entertainment brand
with a supporting b2b position as ”the youth expert”

5. MBL // What are we talking about?
• Mobile Brand License (≠ MVNO)
• broad partnership with a telecom operator
• Price plan to customers
• MTV mobile becomes Youth offer
• Telco remains telco (back office)
• MTV promotes on all platforms
• Offer added value by adding MTV components to the offer

6. Partnership // How does it work
• Define roles and responsibilities.
• Remuneration
• Operator owns the subscribers
• MTV owns the brand
Mobile service
Communication
Operator
MTV
Billing
360 Offer
Back office
Price &
Retention Tech support
promotion
Content
Events
Distribution

7. How is a partnership being set up
//4 basic rules
• Target
✓ 12-18 pre paid
✓ 18-34 post paid (or hybrid)
• Aggressive offer
✓ not cheapest
✓ but most relevant for target per market
• Attractive offer
✓ Free MTV content (video but also event, goodies)
✓ use international leverage (sell the non sellable)
• Optimal distribution
✓ for optimal integration into the operator’s portfolio

8. Partnership // Revenue model
• Brand License Fee
Bounty fee
• Bounty Fee (‘acquisition fee’)
✓ For every new customer Brand license fee
✓ Depends from country and pre -or postpaid
• Revenue share Marketing Revenue share
✓ On ARPU commitment on ARPU
✓ Strongly dependent on heritage of new
customer
• Marketing commitment from and to MTV

9. MTV Value // What do you get
• Focus on acquisition and retention at the same time
• Brand MTV Mobile
• Dedicated team working on MBL in every country.
• Claim Gif me more MTV.
• Unlimited access to our platforms ; regional and international :
- TV airtime
- Online
- Events
- A la carte
- Presenters
- Merchandise

10. MTV Value // TV Airtime
• Airtime on our TV channels
• New campaign will be launched 3rd week of April in Germany,
Switzerland and Holland. Belgium in June.
• Gif concept
• Campaign is cleared for global usage.

11. MTV Value // TV Airtime

12. MTV Value // Events
• MTV Party Noise
• Only for MTV Mobile members.
• For free.
• Different location
• Pre sale & discount on festivals

13. MTV Value // EMA’s
• 2010 edition was the first local and global approach
• 100 MTV Mobile winners were invited
• Full VIP treatment

14. MTV Value // Online
• Social Media
• Goals are to create fans and to communicate our promos or contests
• Regional
• Online bannering
• Promotion internally throughout own websites.

15. MTV Value // Merchandising
• Focus on acquisition and loyalty

16. MTV Value // MTV Mobile Stores
• Own MTV Mobile shops in Belgium and
Germany developed by the operator.

17. MTV Value // Print and outdoor.
External media partnerships &
support from operators

18. MTV Value // Video Content
• Monthly exclusive episodes for premiere on MBL.
• Distribution Triple A content to all operators.
• 2 weeks prior to TV
• Promotions through base SMS & TVC
• Only for MTV Mobile customers
Schedule ( TBC):
March --> Jersey Shore 3
April --> Paris Hilton Dubai BFF
May --> Teen Mom
June --> Hard times
July --> TBD
August --> Paris Hilton my BFF
September --> 16 & pregnant
October --> That Girl
November --> Beavis & Butthead

19. MTV Value // Other
• Jackass 3D Movie
• Fast lane entrance
• NY
• Free tickets to live concerts

20. Application
• Reach and Retention tool
• Access client base and new customer experience
• More value for money.

21. MBL //Facts & Figures

22. MBL //Facts & Figures
• 6 countries
• 2,5 Mio users
• Gross value for the operators of > 1 billion $
• Pre - & postpaid offer
• 10 to 90 $ ARPU
• 2 contracts were prolonged, Belgium and
Germany
• Last year we launched 2 new cooperation's in
Switzerland and The Netherlands.

23. thank you